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9 questions to ascertain your brand health

Posted by Perceptive Insights Team - 29 June, 2016

9-questions-to-ascertain-your-brand-health-croppedBrand health is one of the most crucial aspects of a successful business. Use these nine questions delve deeper into your brand and assess its overall health and how it's positioned in the market.

Learn more: How to track, measure and improve your brand health

 

These questions are reworked versions of those posed by non-profit Brand Strategy Consultant, Michele Levy, author of Building Your Brand: A Practical Guide for Non-profit Organizations. Although originally written for non-profits, we think they’re applicable for all businesses as they align with industry standard practice.

 

9 questions to ascertain your brand health

  1. Is your business or organisation changing? Are you growing, merging, revising your strategic plan, changing your name, or moving from being a local to a regional or national brand?
  2. Is your market changing? Are there behavioural changes in the marketplace that impact your products or services

  3. Do you have different clients now to what you did when your current brand was developed? Is your core client base (where you get most of your business from) evolving?

  4. Do you feel like people should know about your brand but they don’t? Do you feel that people know that you exist but not why they should care?

  5. If you ask 10 people in your business “What is our mission?” will you get 10 different answers? Or will they know at all?

  6. Can your executives explain your vision, mission, and values and how all the pieces fit together, are they the only ones that can?

  7. Do you have multiple or dueling logos that are used seemingly randomly?

  8. Do your communications display a diverse range rather than one unified and consistent demonstration, visually and in their messaging?

  9. Do you lack comprehensive brand and messaging guidelines that are consistently used by everyone, both internally and externally?

Related content: What are the brand tracking KPIs for a brand manager to monitor?

 

To learn more about how to measure and improve your brand health, download our free Brand Health Check guide below.

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Topics: Brand Health


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